MAM
‘Gone Mad’ launches on-line campaign
BENGALURU: After its first Gone Mad Choco Sticks television commercial based on stories by kids, Garuda Foods, the owner of the brand ‘Gone Mad has launched an online campaign.
The Gone Mad on-line campaign is all about giving kids a platform to express their imagination, by launching a new consumer interaction – the brand‘s website and Facebook page.
Gone mad has launched two new engaging ideas on its Facebook page, viz – Mad Moment and Gone Mad Avatars. The crazy avatars have been created by Geek Online Ventures Pvt Ltd (Geek)
Geek CEO Mayank Agarwal said, “The brief was simple – to create awareness for and promote Gone Mad Choco Sticks on digital platforms. Using a play on the words “Gone Mad”, we came up with characters who had literally ‘gone mad‘ after eating the Gone Mad Choco Stick. The three characters – Hippie Baba-the eccentric guru, P3 poodle-the paparazzi loving fashionista and Hitch Hiker Hippo-the adventurous wanderer, were loved by the kids specially because of their bizarre antics, comments and twisted views on every day issues.”
“Another twist to the campaign was the Gone Mad moments portraying the bizzare and funny moments around us. The concepts are drawn from crazy pranks, cool inventions, mad moments in history etc and aim to tickle the funny bone. All the concepts were aimed at creating engagement from the target audience and having them associate the brand with the fun madness quotient that Gone Mad brings to their lives,” added Agarwal.
Garuda Foods managing director Jayachandran V said, “The Gone Mad website and Facebook page is an endeavor to provide a wider platform to the Gone Mad World and initiate a dialogue with our consumers. A rather interesting take on the core concept of the brand, our on-line venture both has a lot to offer – something for everyone.”
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
